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A recent study from Chalmers University of Technology in Sweden reveals that our instinctive aversion to feeling or appearing dirty significantly hinders efforts to adopt more sustainable laundry practices. While many people are inclined to make environmentally friendly choices, the fear of being perceived as unclean often overrides these intentions. This unique research delves into the psychological drivers behind our laundry habits and offers new strategies for reducing the environmental impact of our washing routines.
Rising Emissions from Excessive Washing
The study highlights that we are washing our clothes more frequently than ever before, leading to increased emissions from laundering. Factors contributing to this trend include using garments fewer times before washing, advances in laundry technology making it easier and cheaper to do laundry, and greater access to washing machines. Notably, washing synthetic fibers accounts for 16-35% of global microplastic emissions, and the use of detergents contributes to water pollution through eutrophication. Despite improvements in energy-efficient machines, the frequency of washing remains a significant climate concern.
Psychological Drivers of Washing Behavior
Erik Klint, a doctoral student at Chalmers and lead author of the study, explored the psychological mechanisms behind our laundering behaviors. The research focused on two main factors: environmental identity (how strongly individuals identify with being environmentally conscious) and disgust sensitivity (how prone individuals are to feelings of disgust). These factors often conflict, with disgust proving to be a powerful motivator for frequent washing.
The Evolutionary Basis of Disgust
Disgust, an evolutionarily conditioned emotion designed to protect us from infection and harmful substances, also plays a crucial role in social contexts. “We don’t want to risk being seen as unhygienic by our peers,” Klint explains. This strong aversion to perceived uncleanliness often outweighs environmental concerns, even among those who identify strongly with environmental values.
Rethinking Environmental Campaigns
Klint argues that current environmental campaigns fail to address the psychological aspects of laundry behavior. “Campaigns often overlook the underlying motivations that drive people to wash frequently,” he says. Instead of asking how to make people wash less or in more environmentally friendly ways, Klint suggests focusing on behaviors that lead to less laundry.
For instance, promoting the use of garments multiple times before washing, airing clothes, brushing off dirt, or spot cleaning can reduce the need for full washes. Highlighting the economic benefits of these practices, such as reduced wear and tear on clothing, might also encourage more sustainable habits.
Implications for Broader Environmental Efforts
Gregory Peters, Professor of Quantitative Sustainability Assessment at Chalmers and co-author of the study, notes the broader implications of this research. By combining behavioral science with natural science, the study offers a holistic understanding of laundry habits and their environmental impact. “We hope to reduce the environmental footprint of laundry, and potentially apply these insights to other areas where behavior and technology intersect,” Peters says.
Research Details
The study, titled “Pro-environmental behavior is undermined by disgust sensitivity: the case of excessive laundering,” was published in PLOS ONE. It involved surveys with approximately 1,000 respondents each, examining washing habits, cleanliness norms, disgust sensitivity, and related factors. Conducted in collaboration with the University of Gothenburg and the knowledge and analysis company Novus, the research forms part of a larger project on the future of laundry, carried out at HSB Living Lab in collaboration with The Research Hub by Electrolux Professional.
This groundbreaking research highlights the complex interplay between psychological drivers and environmental behavior, offering new insights and strategies for promoting sustainable laundry practices.
